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Has real time feedback made marketers short-sighted? Charles Young thinks so. The CEO and founder of Ameritest, Young argues in a recent article that marketers should refocus on long-term goals, such as brand building and creative.
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At the ARF’s first ever session in the Salon Series, which focused on Influencer Marketing, a panel of experts met to discuss the pros, cons and impact of this relatively new marketing tactic with ARF members. Editor’s Note: The full report is available to member’s only.
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P&G and Unilever have made it clear that brands need to get smarter at ways they deploy available targeting data, writes Gian Fulgoni, Chairman Emeritus of comScore, Inc. The focus should be on driving both short-term performance and long-term outcomes, which “need not be mutually exclusive.”
Member Only AccessThe September 2016 issue of the JAR includes four papers addressing the question, “How Does Recall Work in Advertising?” Last week featured a pair of papers, the remaining two are presented here.
Comparing Brand Placements and Ads on Brand Recall and Recognition
Despite the popularity of brand placements in television programming, little is known about their effectiveness when used separately compared with when they are combined with commercials.
Key takeaway: There are beneficial synergy effects by using a mixture of these promotional tactics. And for established brands well-known by consumers … marketers should consider using brand placement tactics … as they appear to be as effective at enhancing recognition as costlier commercials.
Can Brand Users Really Remember Advertising More Than NonUsers.
The authors’ research, across six different measures, shows the user bias in memory for advertising is … a real phenomenon, occurring under a wide range of conditions.
Key takeaway: All advertising awareness measures are shown to be biased to users. This has implications for creative design, branding, and pretesting, particularly with advertising that primarily aims to attract nonusers.
To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:
• Locate the article (in italics below) in the search field on the page
The findings, which are derived from AP’s interviews of more than 300 agency and marketer executives, found that most of those budgets are either going into “sharing networks” or being bought “programmatically.”
The report also finds the vast majority of social media spending by brands is not focused on so-called “performance” — advertising intended to generate an immediate action — but on building “brand awareness.”
Only 38% of respondents said they were utilizing social media to generate “offline sales.”